To celebrate the arrival of Bonds underwear in the UK, TBWA London has revived the iconic 'Hello Boys' billboard campaign, famous for causing several car crashes involving distracted male drivers.
Bonds brand ambassador Rachael Taylor fronts the new 'G'Day Boys' campaign. According to the media release, traffic police have been forewarned and "requisite measures are in place to avoid a repeat of the accidents that sparked so much controversy in 1994".
The two-week campaign kicked off on 3 April.
Bonds marketing manager Zoe Hayes said: "TBWA had me at g'day with our launch campaign for the UK. They've harnessed the Bonds charm and cheekiness with this simple but striking idea that is sure to get London residents' attention."
TBWA\London president Lindsey Evans added: "TBWA\London has revisited one of its most iconic ads, applying a cheeky Aussie twist to celebrate Bonds' arrival on UK shores. The result is clever, confident and an ad that doesn't take itself too seriously – much like the brand itself."
